Influence Marketing | Danny Brown & Sam Fiorella

How to Create, Manage, and Measure Brand Influencers in Social Media Marketing

Summary by Leone Salom

1. Logic and Reason

Influencer marketing is a form of marketing that has emerged from a variety of recent practices and studies, in which focus is placed on specific key individuals rather than the target market as a whole. It identifies the individuals that have influence over potential buyers, and orients marketing activities around these influencers.Influence is a force created by one person or entity that causes a reaction in or by another.

1.1 The 90-9-1 Rule

In most communities 90% of users are followers who seek information but never or rarely contribute, 9% of the users contribute a little, and the final 1% account is the holy grail of traditional influence marketing because this small active group commands the attention of their larger community.Develop specific content marketing and sales attics based on the immediate need of the community in order to identify:-primary market: target all influencers and invite them to an exclusive event-secondary markets: includespecificcall to action to share information. the result is that the awareness ishighbut the sales low because there is a disconnection between audience willingness to accept a recommendation and their willingness to take action on it.

1.2 Focusing on the Customer, not the Influencer-What is the exact profile of the target customer ready to buy?- What aredirectline influencers in the lives decision makers?- What are the emotional, social, political, and financial factors that play in thedecision makingprocess?

2. Influence and the Human PsycheTiming, placement, product, andrevelanceall play a key part in whether a brand message is accepted and shared by the influential targets. We makedecisionbased on logic yet allow these decisions to be overridden when emotion comes into the equation because people are emotional creature. The using of emotional triggers in promotional messages is twice successful as rational messaging (respectively 31%, 16%)

The Ikea Effect- The perception of value increases on projects that people build on their own versus buying prebuilt products and placing them in a household instead.We do not do something because we love it; love comes from the act of doing something = feel pride and accomplishment.The connected consumer prefers pull marketing techniques that are:-simple-make them feel involved-involve researching their purchase decision

12for12k and Emotional Guilt- make customers feel emotionally guilty for doing something.

Emotional Marketing- the ability for the marketers to connect with customers on an emotional level can result in both longevity for a business and ongoing loyalty and advocacy from customers. the problem is how to identify the opportunities and connect meaningfully.how to measure online emotions:- break down distinctions between key grammatical areas-identify emotions linked to each part of the sentence-learn the intent behind someones statement-determine if intent converts in action

Emotional Resource wins over Controversial Disconnect- when a person in emotionally invested in a brand or product because of the positive sentiment invoked within them, this can result in them choosing to continue their relationship with that brand despite controversy around some of the brands other activities.Success comes from Advocacy:-refer friends, family and colleagues-improve and satisfy the customer life cycle with your brandThe rise of social media has provided anyone who wants to be heard with the tools and platforms to be heard. this has created an ecosystem of various layers of influence.

Which influencers is the right one?

humans do not fall in love because someone tells them they have to fall in love; it simply happens one the right emotional connection has been made.-first level: awareness but not strong connection to the brand or its product-second level: emotional resonance = connection with the customer and true advocacy.

3. The Rise of Social Media

The correlation between word-of-mouth and social media has seen many businesses implement social into their overall marketing strategy.

3.1 Logic, Branding, and Influence

A social media experts should invest the centre of his time on content because it is the type found on blogs where it is transmitted the exact kind of messaging for which it wants to be recognizedanrespected.While Twitter restricts messaging to short staccato bursts of information, a blog post can be as long or as short as the publisher feels necessary. The bloggersare allowto benefitofa far stronger editorial point o view, which in turn helps attract the exact.

3.2 A Question of Two Cultures

In 2012, one of the fastest growing markets in Europe was e-commerce and the online sales totalled was just over $255 billion across the main European countries in 2011. If one thing has changed significantly in recent times, its the way we shop as consumers.

3.3 The Shift to Social Media and Rise of Citizen Influencers

There is no question social media has introduced some key factors into todays business world - on dialogue, increased consumer awareness, and accountability, for example - but the truth is, social media is still just an added component to the bigger business picture. Businesses now actually measure campaigns effectively and determine where their social media expenditure is successful and where they can cut budgets for weaker result. This integrated approach yields impressive result for the brands that approach social media marketing holistically.

3.4 The New Personal Relationship Dynamic

Consumers have become more interconnected with each other through social channels, with create myriad opportunities to disrupt the path, size, speed, and impact of that snowball. We have identified three major shifts in communications: degree of separation, degree of relationship, and degree of publicity. These shifts have dramatically impacted how people engage with each other and played a disruptive role in not just word-of-mouth but general marketing effectiveness.

3.4.1 Degree of Separation

Today, thanks to technology and social networking, the U.S. population is more likely all connected by only three degrees of separation as reported in Contact and Influencers, a study conducted by Manfred Kochen. Social Media has amplified this concept by providing more immediate connection between people. Jojan Ugander conduct a study that proved Facebook users were only 4.74 intermediaries apart (some say it is actually 3 degrees).

3.4.2 The Five Degrees of Social Relationship

TierCategorizationDescriptionRelationship Activity

FirstInner CirclePersonal Contacts (family, friends, coworkers)In person

SecondSocial FriendsContacts with frequent personal communicationDigital gathering (social network)

ThirdAcquaintancesContacts infrequent or past friendshipInfrequent contact through social network

FourthFollowers-ColleguesImpersonal relationship (no-face-to-face connectionImpersonal activity (follow a Twitter account)

FifthFollowers-CompetitiveImpersonal relationship (no-face-to-face connectionImpersonal activity

3.4.3 The Degree of Publicity - Online Networks

People have grown accustomed to sharing every aspect of their personal lifes

The three degrees together describe how much we are exposed to many more Influencers

4. The current Influence Model and Social Scoring

4.1 The Carnegie Principle

People truly are the lifeblood of any successful business. This includes employees as well as customers

- Become Genuinely interested in other people.- Smile- Remember that a persons name is, to that person, the sweetest and most important sound in any language.- Be e good listener. Encourage others to talk about themselves- Talk in terms of the other persons interest.- Make the other person feel important - and do it sincerely.

4.2 The Marketing Shift From Brand to Consumer

Prior to social media business had to follow a certain path to access the thoughts of their customers:- Qustionnaires on a website- In-store promotion- Outbound telephone calls- Emails

If the budget allowed, focus groups could be used because by working directly with customers.

4.3 The People Paradigm

AudienceAcceptance

ApplicationAmplification

4.3.1 Audience

You need an audience ready to receive your message. Paid media offers the benefit of having others identify your audience (Google Pay Per Click allows you to target by demographic, location), while Facebook Ads uses its insights algorithm to identify how many people your ad will reach based on the information you feed into its filter. With organic media the audience needs to be found and cultivated (Klout, Kred, Peerindex, Ecairn Conversation, and others offer specific services to help you identify your audience).

4.3.2 Acceptance

You have your audience to accept your message, and once you succeed in do it, it needs to trust the medium you are using. A generic ad can not build trust, it may spark desire, but desire does not always lead to a purchase. The influencers can increase the like hoof of a message being accepted.

4.3.3 Application

The message be planned until the last detail.

4.3.4 Amplification

Ensure the message cuts through the clutter and finds its way to the ears and eyes of your target audience.

4.4 The Power of One

Is the ability of one person to shape the thoughts and desire of many. This has changed the way brands look at marketing their products and services. The problem is how to attract these influencers particularly in the B2c market where social media adoption is currently more widespread.

4.5 Klout - social scoring platform

Creates a profile of you on its site, and then assigns a score to you between 1 and 100 based on an algorithm. This score is made up of several metrics: How active you are online, hoe much amplification you have when it comes to having your message shared by others, and the perceived influence of those with whom you are connected. The more you have of each of those metrics, the higher your influence will be. Klout initiates this process via your Twitter account and uses the information.

4.6 Kred - social anlytics

is a competitor of Klout where users could give a recommendation of someones influence.

4.7 PeerIndex

Measures a persons influence by three core metrics: Activity, Audience, and Authority. They avoid the kind of spam and gamed aspects of social scoring. By choosing these metrics PeerIndex looks to concentrate more on relevance and insights, which proponents of social influence, as well as marketers, place more value on.

4.8 Empire Avenue

Helps brans connect with relevant influencers by mimicking the stock market, only virtually.

4.9 eCairn Conversation

Specializing in community and influencer marketing, they stay away from the ramification approach of other social scoring platforms and concentrates more on raw data and context to identify almost half a billion influencers across hundreds of industries and topics. They scans the social web to identify like-minded individuals that are both connected to each other and talking about similar topics.

5. Situational Influence: A New Model for a New EraThe end result of any good marketing effort is to identify, engage, and nurture the most qualified prospects, ensuring the leads generated drive the highest customer acquisition rate.

5.1 Trend Current

Business models and methodologies are constantly evolving to adapt to consumer trends, technological advance, and socio-economic changes. The key is to stay ahead of consumer needs and preferences so that your product, operations, and marketing are ready when consumers make the shift. Today we have the advantage of Big Data that help to collect and store consumer data.

To measurably and effectively generate business value from influence marketing, we must first understand and navigate the disruptive forces created by social media and the pervasive technologies.

5.2 Gravity

We are humans in business and humans do not like change, yet our markets, buyers and competitors are changing as we speakToday, the media, business, and software vendors seem stuck on the notion that social network amplification is an effective baseline for influence marketing strategies.

5.3 Repositioning the Customer at the Center

Fishermans Influence Model - applying the concept of casting net to catch the most fish to Influence Marketing strategies, which suggests that leveraging those with the largest following and reach among large social communities will drive the greatest brand awareness and, eventually, a purchase.

The model can help identify potential influencers and their communities, which in turn may be used as the basis for further research and analysis into those relationships and their context. That additional insight and data may help create a more targeted customer acquisition campaign to fill the sales funnel with better leads. This is certainly a better strategy than sending product samples to a mass of loosely qualified followers.

Now lets consider what happens when we shift this universe to position thecustomer at its centre. When customer is placed at centre, an entirely new universe opens up. In this universe, the people, institutions, technologies, and communities that impact purchase decisions orbit the customer.Customer-Centric Influence Model - identifying product or service decision makers, the micro-influencers in their social graphs, and aligning influence marketing campaigns around their interaction throughout the decision-making process.

When marketers orient their campaigns and technologies around the influencer, the focus becomes their attempt to drive awareness. Placing the customer at the centre forces us to look at the decisions he or she makes and what impact those decisions.

Once the communities and they influencers are identified, the manufacturers marketing team attempts to educate, encourage, and incentivize the chosen influencers to broadcast encouraging brand messages though the influencers media channels and social channels. In the Customer-Centric Influence Model,by using social monitoring technologies, the marketing team first looks at trending topic and sentiment of conversations within the target communities. Once grouped, they can drill down to the individuals engaged within those conversations.

5.4 Situational Influence

Situational Influence is the external or societal factors that surround a community and consciously or subconsciously influence the nature of their interpersonal interactions such ad geography, religion, or economics.

Understanding the profiles of consumers and those they engage with more personally in their social graphs is only step one in the Customer-Centric Influence Model.

5.4.1 Communities

The nature of the relationship or conversation between people morphs when they are experienced in different communities.

5.4.2 Economic

Economic forces, defined as personal, business, or national financial considerations, that afte affect purchase decisions made by consumers, also interfere ith the normal communication path between influencers and consumers.

5.4.3 Social and Cultural Groupthink

Groupthink is a psychological phenomenon that describes how the need for harmony within a social group forces its members to assume a belief, opinion, or attotude, even when some leaders provide a genuine evaluation of the virtues of the alternative.

5.4.4 Personal Ideology

It is an increasingly disruptive role in influence marketing (politics and religion).

5.5 Situational Factors

Personal circumstances such as household finance, lifestyle, and relationships that influence the decision-making process of individuals within communities.

5.5.1 Personal Situational Factors

The Consumers familial situation is a key disrupter to a marketers brand messaging and call to action.

5.5.2 Environmental Situational Factors

The enviromentals, both physical (geography) and digital (devices), where brand messages and recommendations are received.

5.5.3 Emotional Situational Factors

emotions or the emotional state of a consumer might have the most effect on consumers final decision-making process.

5.5.4 Life Cycle Situational Factors

Where customer is in the purchase life cycle of a product, because a consumer in the needs identification or awareness stage react differently to an influencers message than someone at the decision stage.

5.6 Micro-Influencers

it is a businesss opportunity to exert true influence over the customers decision-making process as opposed to macro-influencers who simply broadcast to a wider, more general audience.

5.7 Geofencing

Is the influence marketing tactic of identifying where the prospective customer is in the purchase life cycle, and the profiles and roles of micro-influencers who impact their decision-making process as filtered in various situations and situational factors.

5.7.1 Community Identification- Identify communities engaged in discussions around specific keywords.- Define social graph- Vetting you groups for fake profiles and for categorization

5.7.2 Situational Analysis and Factors- Identify nature of conversation in each communities

5.7.3 Identification of Customer and Micro-Influencers

6. The Consumer Decision-Making Process

How do a consumers make a decision to purchase a product when presented with a recommendation?

6.1 Missing Data Inputs

How do consumer behaviours impact their buying decisions in the markets business are attempting to influence? First collect psychographic data, such as personality, values, attitudes, interests, and lifestyle, as well as demographic information including the age, gender, location. Developing full customer profile using this data has served to better understand the customers activities, interests and opinion.

6.2 Conflicted Decisions

Is the choice one makes when faced with several alternative opinions. When faced with these decisions, consumers turn to a variety of conscious and subconscious inputs such as past experiences, personal feelings and attitudes, peer recommendations, lifestyle, and social pressures to accept or reject the desire or need to make the purchase.

The purchase decision-making process typically starts when a consumer perceives a need. The need could be the result of a problem that needs an immediate solution.Identifying the catalyst of the decision-making process can have a dramatic impact on the success of an influence marketing campaign.When a problem has been identified, consumers instinctually move into the three stages of the consideration value process:-Seeking Value: active search for solutions to the problem in order to gather all the data required.-Assess Value: identifying and comparing the available options and input.-Buying Value: consumers make the final decision to purchase a product based on all the available information gathered and vetted against personal circumstances and decision-making criteria.

6.3 Psychological Factors Disrupting Decision-Making Processes

6.3.1 Motivations Disrupt Decision-Making Processes

The motivation is often linked to our basic human needs. Subconsciously purchase decisions are driven by basic survival instincts:- Self-preservation: avoid pain and protect themselves- Love and Belonging: be associated with a group or a community.- Achievement, Status, Prestige: meet realistic goals.

6.3.2 Personality Disrupt Decision-Making Processes

Understanding the personality of the target and larger audience allows influence marketing campaigns to avoid such public debates by carefully crafting the context of the message that is being shared on the context and relationships of the geofenced community selected.

6.3.4 Attitudes Disrupt Decision-Making Processes

Often, attitudes are formed by the values and beliefs we learned from childhood or shaped through interaction with our peers. Attitudes are difficult to form and more difficult to alter.

6.3.4 Social Proof Disrupts Decision-Making Processes

The decisions may still be made emotionally, justification is now being negotiated between social and logical connections. Turning to social media references, recommendations, and peer reviews has become an automatic step for most people when making a purchase decision.

6.3.5 Lifestyle Disrupts Decision-Making Processes

Is more easily recognised and menages through influence marketing. Social classes do not tend to change frequently during the lifecycle of the consumer.

6.3.6 Perception Disrupts Decision-Making Processes

Can be swayed in different directions based on the combination of data sources available or how they are organised by the consumer. The challenge for marketers is that consumers selectively choose what they pay attention to and the information they are willing to accept.

6.3.7 Family Influence Disrupts Decision-Making Processes

The family unit is where most people acquire the attitude and perception that guides their purchase decisions when alone.

6.4 Cognitive Dissonance

A feeling of personal discomfort that results from holding two conflicting beliefs.Identifying cognitive dissonance in existing customers allows marketers to pinpoint the micro-influencers that may help alleviate the tension and sway their belief toward a feeling of satisfaction with the purchase and possibly even advocacy.

6.5 Purchase Life Cycle

7. Reversing the Social Influence Model

Influence paths - The pathways that a brand message or recommendation takes after it is issued by a marketing campaign or influencer. Such paths can be direct (from the business to the influencer to the decision maker) or indirect (from the business to the influencer but disrupted and altered based on other peer reviews or situational factors) resulting in an unpredictable outcome in the desired effect on the purchase of products or services.

Macro-Influencers - individuals, businesses, or media, with a large, active social following comprised of people with whom they have a loosely defined or unknown relationship

Micro-Influencers - Individuals within a consumers social graph, whose commentary, based on the personal nature of their relationship and communications, has a direct impact on the behaviour of that consumer.

Our need is to identify, segment and monitor the purchase life cycle. The Goal is to create group profiles that represent common prospect profiles at specific purchase stages by gathering data from those we can identify and analyze. These group profiles are used ad a baseline from which marketers can continue to add and modify based ongoing campaign results.

two prospects: customer already but might purchase ageing, and customer of the competitors but might be convertible

7.1 Importance of Text Analytics to Reverse Engineering Influence

Reverse engineering the influence path from the decision maker to those who influence their purchase decisions by analysing conversations and profile data of the prospect audience.

Text Analytics - the practice of deriving meaning from the written word. For business today, text analytics is the process of acquiring and converting large volumes of text-based content into quantitative and meaningful insights that support marketing operation.The software must be able to:- Identify the type of dialogue- Identify the platform- Parse the data to determine the subject matter, sentiment, intent, and attitude of the author and any historical context.- Interpret and provide grammatical analysis, natural language processing, computational linguistics- Determine semantic orientation of data to segment the data and intent based on conjecture, opinion.- Identify the various people communicating across multiple social channels around specific themes.- Identify the publicy available and connect that data to determine relationships between people.- Create and save specific groups of people according to common topics of interest or conversations.

7.3 Identifying the Purchase Life Cycle

The goal is to impact the purchase decision instead of simply increasing brand recognition.

7.4 Creating Linguistic Maps

Linguistic Maps - using text analytics and natural language processing through social media monitoring platforms to identify specific words and phrases used in combination or in specific patterns that indicate a predisposition toward purchasing (or not) a product or service based on where the customer is in the purchase life cycle.

Once the purchase life cycle stages have been determined, linguistic maps must be built around each stage.

Solutions: Coveo, Lexalytics, Smartlogic

7.5 Charting Relationships

Pick specific profile from the linguistic map of each purchase lifecycle

A. Identify the profile of the decision maker: who is in their social cycler? Who is engaging the prospect on the topic? The relationship of those engaged - the context of those discussionsB. Map the user social graphsoftware: Sysomos, Nimle, oneWube, Traackr, LiveFyre, Appinions - help track the prospects registered contacts and those they engage with.C. Social graph and linguistic maps - define geofencing

7.6 Identifying Situational Factors- Identifying situational factors impact the context of the conversation between macro and micro-influencer and the prospect- Predict changes in factors to change compaigns

7.7 Customer Relationship Management Software

Nimble - advanced customer relationship management software that combines contact management, unified communications, activity management, and social listening into a sales and marketing workflow that enables businesses to translate social contacts into actionable and measurable engagement.

8. Managing Social Influence Paths

Reach the right person with the right message at the right time.

8.1 Emotional Contagions

We can convert influence marketing from brand to sales conversion when we understand the impact of local, personal connections over global, impersonal connections.

The concept of emotional contagion, which references the publics tendency to catch and spread the feeling and associated behaviour go those they are in close proximity to has become an important aspect of influence marketing. (ex. If one or more of your friends has an iPhone the likelihood that you will buy an iPhone is 2X the baseline. If two or more of your friends have an iPhone, it is 5X the baseline).

The level of enthusiasm, passion, or emotion perceived in the public commentary of an influencer has a direct impact on how often an audience will share that message with their peers.

Marketers need to predict emotional contagion and design messages to boost emotional contagion across embers of inner circle.

Micro-influencers are influenced by macro-influencers. So choosing the right macro-influencer can create emotional contagion to smaller groups.

8.2 Rethinking Macro-Influencers

Earlier we established that broad amplification by macro-influencer was not an effective tool to drive measurable sales conversions, yet here we are attempting to identify and solicit them. Influence marketing is evolving to a stage where specific transactions and reactions can be and must be linked to the influencers outreach.

The messages broadcast by macro-influencers may reach the prospects social graph but not necessarily he inner circle of micro-influencers. We need to identify the typical micro-influencers that are most capable of influencing that specific community.

8.3 Mapping the Influence Paths

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Using a platform in order to map the best paths

8.4 Predicting Influence Paths

Once the target audiences social graphs have been mapped, we can start to analyse the live conversation occurring between specific groups of people to manage the influence paths and possibly predict where new paths may emerge or how current paths may change.

There is a positive correlations exist between situational factors and the flow of social communication between people and among groups of people.

The social web has become so unmanageable that most businesses and software just can not know which posts and users to prioritise, which query should go to which campaign for best resolution, and so on.

8.5 Purposeful Influence Marketing

There are two types of marketers in business:- Performance marketing: generates sales- Brand marketing: increase Net Promoter Score (a measure of customer loyalty and advocacy-positive or negative- that is generated from the customers perceived relationship and experience with a business)

Both are required for a business to succeed.

9. The Four Ms of Influence Marketing

- Product - goods or services desired by a customer- Price - determining factor of a companys success in marketing- Promotion - Pr, ads, sales, personal relationship selling- Place - distribution channels and how easy it is for a potential customer access to the product

We can add three other disciplines to the 4P mix:

- Physical evidence - relates to branding- Process - aligns marketing machine with the rest of the company- People - companys employees and front-facing staff

Influence Marketing cares less about promotion and more about peer-to-peer or person-to-person. It is less about place and more about tolerance and context. That does not mean the 4P will become irrelevant because god marketing will always need strong strategy and tactic building in order to have a great mix of product, price, promotion and place. The difference now is that the consumer is more agile than ever before.

9.1 The Changing Nature of Predictive Influence

As we can see from the moment a message leaves a brands marketing team to the moment it creates an action by the customer, it is highly probable that the message will be interrupted.

9.2 The 4 Ms of Influence Marketing

-Make: brand can identify the exact moment a promotion or campaign tipped and who caused the ripple effect.

-Manage: to truly secede it needs to be managed from before the campaign starts to after the campaign end and beyond. Relationships need to be nurtured; messaging needs to be messaged; positioning needs to be scoped.

-Monitor: through dedicated tools, marketers and brand managers can begin to understand who and what are offering the greatest ROI where they need to adapt brand message, and which influencers are actually influencing the decision process at any given time.

-Measure: of its success or failure.

9.3 Identifying the path of the Persona

Every campaign needs to start in the Tricke Phase. This is where the message is first disseminated, and the direction the message takes from here determines whether it is successful. This stage offers many distractions and for this reason it could be useful segmenting the personas into the three key segment of the influencer circle: decision maker, micro-influencer, and extended community (followers, fans, listeners).

then we move to the Ripple Phase where the influencers community has picked up the brands message and is now disseminating it through their own communities, essentially creating a ripple of brand awareness and promotional messaging.

9.4 Activating the Influencer

Once a brand has identified the core audience it is going after with each specific campaign, the next stage is to activate the influencer that is right for that message.

Influence marketing is not about having the largest follower base to the loudest voice; it is about making the customer the influencer and working back from here, identifying the context behind their purchase decisions. The first filter is to identify which influencer is right for your campaign.

-Demographic: age, sex, locale of your audience.

-Timescale: To run a truly effective influencer campaign, it needs to be a constant part of your strategy.

-Platform: social media is ubiquitous (onnipresente).

-Reaction History: understanding the reaction history of your audience ensures your messages is seeded at the tight time and with the right influencer.

-Influencer: Utilizing the right influencer from the start is the key.

9.5 Managing the Influencer

Is driven by the goals a brand sets for the campaigns duration and beyond, if an influencer relationship is to be continued for future outreach and promotions. The biggest benefit is the increased likelihood of the switch from brand influencer to brand advocate.

- Prouct: offer support, be clear and have enough excess amounts of your product for the influencers community to receive and test a sample if requested.

- Knowledge: the ability to check information and facts with the clock of a mouse has made consumers savvier than ever before.

- Calendar: cultivate a longer-term vision and one that establishes the influencer as a core part of a brands ongoing marketing efforts and team.

- Message: wording and execution. Brands need to adapt their message to the influencers natural tone while keeping the core promotional points front and center. Read the influencers blog and understand their topics.

- Platform: use insight to determine which platform is best.

- Alternatives: Success within social media is built on the ability to adapt quickly to unforeseen market reactions.

- Feedback: listen which other approaches could be used in future campaigns.

9.6 Monitoring Influencer Campaigns

-Awareness Blog posts about your campaign Social shares and updates News articles Media interviews and pitches Mentions of your company or product

-Reaction Visit to your company website or landing page Newsletter subscribers increase Increased traffic to offline properties Increased search queries Peer recommendation Increased social Followers-Action Withe paper download Seminar and webinar attendance Affiliate sign-up Purchase

9.7 Influence Metric

9.7.1 Brand

9.7.2 Influencer

4D of Influence Marketing: 1. Make 2. Manage 3. Monitor 4. Measure

Platforms:http://www.trendspottr.com/(Make and Monitor)- predict viral contenthttp://www.oneqube.com/(Make, Manage, Monitor, Measurement)- identify macro- and micro- influencers

Articles:

A Framework for Content Marketing & Influencer Strategyhttp://traackr.com/blog/2014/07/content-influence-framework/

Influencer Marketing Strategies and Templateshttp://contentmarketinginstitute.com/education/the-complete-guide-to-influencer-marketing-strategies-templates-tools/

Build a Lean Influencer Marketing Strategy: 3 Types of Tools (Read)http://contentmarketinginstitute.com/2014/05/build-influencer-marketing-strategy-tools/

Influencers: people who have an established credibility and audience; they are able to persuade others by virtue of their trustworthiness and authenticity. Influencers can be bloggers, customers, industry experts, or even celebrities.

Advocates are not necessarily influencers. Advocates may truly love your company or products (and even share their opinions with others), but advocates dont have industry credibility and/or the reach required to be influential with large numbers of your audience members.

Influence Marketing Tools:Full list:http://list.ly/list/HGE-influencer-marketing-tools

1. Content campaign tools: manage complete process * TapInfluence (Cool Influencers - from discovery to analytics) * BzzAgent (not cool, spammy) * Markerly (seems cool, but lack analytics) * Influitive (not cool, poor SaaS) * SocialChorus (cool Advocates SaaS) * Ivy Worldwide (not cool, poor SaaS)

2. Discovery and connection tools: influencer discovery * Visible Technologies (Agency) * CMP.LY (not cool) * Commun.it (Twitter community management) * Traackr (Influencer management and discovery - Analytics?) * Little Bird (not cool) * GroupHigh (Influencer management and discovery - Analytics?) * Insightpool (not cool)

3. Distribution tools: distribute content * InPowered * GaggleAMP * HubSpot * Buddy Media

4 Tactics for Managing Your Army of Influencershttp://contentmarketinginstitute.com/2014/08/tactics-managing-influencers/

Tactics:1. Create a one-page outline of your program objectives and key performance indicators (KPIs).2. Develop an easy tracking system for your influencers and their content.3. Be meticulous about setting up simple processes and procedures at the get-go. * Have a one-page blog process flow document that describes the necessary steps, from start to finish * Have pre-written influencer outreach emails (dont forget to personalize though!) * Create an editorial style guide that you can distribute to your influencers which includes the accurate and formal names and spellings of your products, any necessary disclosures, key themes or highlights you like to feature on your blog, best practices for social posts, etc. * Create a calendar of activities that youd like to target for the year in one simple timeline format.4. Treat influencers like clients, not employees

Sponsored Content Disclosureshttp://blog.markerly.com/the-3-golden-rules-to-sponsored-content-disclosures

A Content Marketing Plan for Turning Your Influencers Into Partnershttp://contentmarketinginstitute.com/2014/03/content-marketing-plan-influencers-partners/Includes email templates

How to Find Perfect Experts to Interview on Your Websitehttp://news.business-news-blog.eu/how-to-find-perfect-experts-to-interview-on-your-website/

How to pitch bloggershttp://www.convinceandconvert.com/content-marketing/9-tips-to-perfectly-pitch-your-guest-blog-post/

Stuff to analyze:http://www.grouphigh.com/ebooks/